Lawyer Marketing | How To Use Video To Get More Clients

August 17 , 2022 | BY admin

video marketing

Video is one of the more widely overlooked opportunities in lawyer marketing. Video marketing and advertising is a powerful tool. However, it takes some knowledge and skill to do well, and sometimes it even scares attorneys off.

While it is true that video production is a technical process, you shouldn’t be intimidated. Just like other forms of marketing publications, there are plenty of ways to increase the chances that your videos will show a great return on your investment.

Let’s go over some of the basics of production, how to convert viewers to clients, and some of the benefits of video marketing for attorneys. This is what we’ll cover:

  • Why Should Lawyers Have Videos?
  • Interactivity: How Videos Convert
  • The Importance of High Production Values
  • Writing a Script for Your Videos
  • Types of Business Videos Online
  • Technical Concerns: Light, Makeup, and Sound
  • Video Editing and Other Post-Production

If you have any questions while reading this or you find that you are ready to get started, please feel free to contact us through any of the methods listed on our website. You can also call (888)590-9687 at any time.

Why Should Lawyers Create Videos?

Lawyers should have videos for quite a few reasons. Some are the same reasons that they have other forms of media, such as blogs, website copy, photos, and logos. Others are unique to the video format. Let’s look at some examples:

  • Videos can convert viewers to leads: Videos (and their dedicated pages on video publishing platforms such as YouTube) can contain calls to action and interactive elements that increase your credibility and convert viewers into leads for your law firm.
  • Videos capture attention: If done correctly (and when viewed on platforms that default to automatically play, such as much of social media and some browsers), the moving images in videos are arguably the most powerful attention grabbers out there.
  • Videos hold attention: Similar to reading long-form content, people have to spend time watching videos. Videos can even be the superior and more widely accessible way to hold attention, especially compared to written articles on smaller screens.
  • Videos enrich web pages: Well-placed videos can make web pages more interesting and make people stay on them longer. In turn, this helps you build toward higher search rank and more conversions.

Videos give you an opportunity to share complete audiovisual experiences. With the addition of interactive elements, videos can be one of the most immersive forms of online marketing and advertising for law firms. 

Interactivity: How Videos Convert

Again: Why do lawyers even have videos in the first place? It all comes down to one thing: generating leads and revenue for the firm. Here are some ways that videos do that:

  • Direct interactivity: Online videos can provide opportunities for you to better answer client questions and provide general information. For example, a video about divorce could provide links at critical junctures to other videos you have created about property division, child custody, or spousal support. You can also share these at the end of the videos.
  • Increased engagement with key pages: If people are viewing your videos on your website (rather than on a site like YouTube), you are getting high-quality engagement for those pages. Further, you can make contacting you easier via strategic placement of your contact information near the video on your page.
  • Paused scrolling behavior on social media: The endless scroll or swipe is a hallmark of nearly every social media platform, but video pauses that behavior. While people are watching your video on your profile on Facebook, LinkedIn, or elsewhere, you can plan to take advantage of the fact that they can contact your firm at the touch of a button.

The Importance of High Production Values

Some types of businesses might be able to get away with informal or even improvised video contact. By and large, this still is not common practice for attorneys and law firms. 

With the exception of lawyers who market aggressively to a younger demographic, professionalism in video marketing usually takes priority over other styles. However, you can still be personable and put an authentic representation of your business out into the world.

One of the best ways to do this is to maintain high production values for your videos. Essentially, this means using professional video production.

Professional planning, equipment, editing, and strategy all come together to impart a refined, trustworthy feeling to your videos. These factors also help you highlight the most desirable and important aspects of your firm.

Writing a Script for Your Videos

If you hire professionals, it’s likely that they’ll develop scripts for you. However, if you would like to contribute, here are a few things you should keep in mind:

  • Organization: Video scripts are similar to oral presentations. Concepts should be well encapsulated and the ideas should flow logically from one to the next. The most important points should be near the beginning and end.
  • Length: The best marketing video length for attorney advertising depends on the purpose of the video, so just keep in mind that one minute of video is equal to about 150 words. That should help you achieve your target length.
  • Complexity: Keeping vocabulary simple should help your audience understand what you’re trying to say. Try to define technical terms if you absolutely must use them.
  • Persuasion: You want potential clients to contact you after watching the videos, so make sure to explicitly invite them to do so.

Types of Business Videos Online

Marketing for lawyers can be slightly more involved than it is for other professions and industries. At the same time, it can be challenging to market or advertise something without a physical form while using a visual format like video. But remember that the goal is always simple: to get more clients for your firm.

The most basic solution for marketing a pure service with video is your typical “talking head” format. This consists of an attorney looking at the camera and, essentially, delivering a lecture. A step up from that would include informational text with computer graphic overlays or title cards.

The “talking head” works for some types of informational videos. If you’re publishing that type of longer-form content, you certainly shouldn’t shy away from this simple, straightforward style. However, it’s generally not highly engaging and therefore not ideal for more traditional advertising purposes.

A good lawyer advertising video commercial usually involves a montage: a rapid visual overview of the firm and its attorneys. Background music, smooth visual transitions, multiple types of shots, cohesive voiceovers, and (occasionally) stock footage are all hallmarks of this format.

These montage-based videos are typically visually interesting and short. They’re best suited for video ads, introductions to firms or attorneys, client testimonials, or highlights of your firm’s successes. You might also consider making quick video clips in this format to serve as standard introductions and conclusions to longer, informational videos.

Technical Concerns: Light, Makeup, Camera, and Sound

Now that we know why marketing for lawyers can benefit from video, let’s look briefly at the technical side of how to make a good attorney video. Again, you probably do not want to do this by yourself — a professional team will have access to the equipment and expertise you need to make it work. In any case, here are some tips:

  • Light: Lighting is the single most important factor in any type of photography, including videos. Light sources should come from somewhere behind the camera and should illuminate the entire frame.
  • Makeup and wardrobe: It can be difficult to tell with the naked eye how a person will look on video. Dress for success — but also make sure to take a quick test clip and correct any imperfections you notice before shooting the main video footage.
  • Camera: Camera quality, stability, and position are all important to the final product. Make sure to use quality equipment and lay out all of your shots ahead of time.
  • Sound: Just like makeup and wardrobe, you’ll want to do sound tests before shooting. Using the right type of microphone is also essential. This is less important if your video only has voiceovers and background music.

Video Editing and Other Post-Production

After you shoot all of the footage you need, there is still a lot of work to be done before your video is ready for the public. To reiterate, this is because simplistic, one-shot “talking head” videos don’t capture the attention we want for competitive lawyer marketing.

You will at least be editing in some title cards or overlays to provide contact information for your firm, context on the video’s content, and logos. It’s also likely that your video will need more involved post-production work, such as:

  • Cuts, dissolves, fades, or other transitions between shots
  • Addition of background music and/or voiceovers
  • Sound and photo equalization and balancing
  • Digital camera stabilization
  • Editing for pacing and length
  • Publishing
  • Post-publishing edits, such as end-of-video and in-video suggestions
  • Promotion and advertising

Getting Professional Law Firm Video Marketing Assistance

FORWARD Lawyer Marketing is here to help you create engaging, quality video content designed to give you a return on your investment with video marketing for your law firm. We have access to the skills, equipment, and knowledge you need to keep production costs low. We also know how to integrate video content seamlessly into your website, social media, and overall business development strategy. Contact us today at (888)590-9687 to learn more.